Do We Dare to be Different?

Albert Einstein once declaredEinstein ‘the definition of insanity is doing the same thing over and over again and expecting different results.’

He was a wise old owl Albert because that quote is as relevant today as it was when he made it almost 100 years ago.

A recent piece from the weekly SGI (Sports Group Industry) publication in the USA claims ‘the golf consumer has definitely been trained to wait for a sale.’ So the US now finds itself following the UK in retail trending in that consumers won’t pay top dollar for products anymore.

After seven years of recession and all the challenges that throws at us – added to the reduction in golf club membership and drop in avid participants – you would think it would make us realise that economics dictate if less people play and demand less products, they should pay more in order to keep profits up and business sustainable.

Alas, no! We just refer to type and go back to offering discount after discount, ‘training’ the consumer in the art of failing to recognise the value in quality of service and advanced developments in technology.

Even when it is rumoured certain retailers are asking for financial advances from suppliers to survive, we continue to go down the same route.

I recently attended a presentation by one major golf brand that is insistent it wants to take back control of its brand.

For 2015 it will radically change its ‘go to market’ strategy in a bid to stop the downward spiral which damages its long term strategy. A brave step indeed.

Let’s hope for all of our sakes it works and other brands follow its lead. This repetitive circle needs to be broken in order for us all to survive.

If we all dare to be different then maybe, just maybe, we will stop quoting dear old Albert so regularly.

Eddie Reid
Managing Director

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1 Response to Do We Dare to be Different?

  1. retailtribe says:

    I couldn’t agree more. It is time for brave leadership in our industry. Retail theatre has been overtaken by manic discounting at the expense of value. No-one, not even the consumer wins from that approach. You end up with coke made of syrup and a burger made from cardboard, all for 99c.

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